01.
Logo
Our logo is the simplest way to signal who we are—use it with care and consistency. Always preserve its proportions, give it breathing room, and prioritize legibility over decoration. When in doubt, choose the cleanest placement with the strongest contrast.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 24 24" xmlns="http://www.w3.org/2000/svg"><path d="M 0.335 10.423 L 2.155 8.654 C 2.603 8.219 3.33 8.219 3.778 8.654 L 6.983 11.769 L 17.649 0.365 C 17.86 0.139 18.158 0.007 18.472 0 C 18.786 -0.007 19.089 0.111 19.311 0.327 L 21.663 2.614 C 21.879 2.823 22 3.107 22 3.403 C 22 3.699 21.879 3.983 21.663 4.192 L 7.796 17.673 C 7.347 18.109 6.621 18.109 6.173 17.673 L 0.336 12 C -0.112 11.565 -0.112 10.859 0.336 10.423 Z" fill="transparent" height="18px" id="D5aqWr19v" stroke-dasharray="" stroke-linecap="round" stroke-linejoin="round" stroke-width="1.88" stroke="rgb(20, 27, 52)" transform="translate(1 2.895)" width="22px"/></svg>)
Brand Icon
Use the brand icon when space is tight or a full logo would feel heavy—favicons, app icons, social avatars, and small UI touchpoints where quick recognition matters.
Minimum Size
50px
Clear Space
40%
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 224 224" xmlns="http://www.w3.org/2000/svg"><path d="M 0 0 L 224 0 L 224 224 L 0 224 Z" fill="rgb(42, 131, 247)" height="224px" id="KDjGqUNmF" width="224px"/><path d="M 0 2.803 C -0.001 2.059 0.294 1.346 0.82 0.82 C 1.346 0.294 2.059 -0.001 2.803 0 L 58.041 0 C 74.184 0 86.702 4.531 95.045 12.882 C 102.116 19.954 105.928 29.932 105.928 41.908 L 105.928 42.272 C 105.928 62.768 94.867 75.651 78.715 81.639 L 106.731 122.603 C 108.002 124.462 106.675 126.994 104.415 126.994 L 78.575 126.994 C 77.641 126.994 76.762 126.527 76.239 125.752 L 50.418 87.188 C 50.073 86.674 49.484 86.357 48.868 86.357 L 29.782 86.357 C 28.745 86.357 27.914 87.197 27.914 88.225 L 27.914 124.182 C 27.914 125.733 26.662 126.985 25.111 126.985 L 2.803 126.985 C 2.059 126.986 1.346 126.691 0.82 126.165 C 0.294 125.639 -0.001 124.926 0 124.182 Z M 56.229 61.675 C 69.831 61.675 77.631 54.417 77.631 43.72 L 77.631 43.356 C 77.631 31.379 69.289 25.214 55.678 25.214 L 29.791 25.214 C 28.754 25.214 27.923 26.055 27.923 27.082 L 27.923 59.807 C 27.923 60.844 28.764 61.675 29.791 61.675 Z" fill="rgb(254, 254, 254)" height="126.99400247731334px" id="L1OGy6Ec4" transform="translate(58.406 48.453)" width="107.22531682917258px"/></svg>)
02.
Color
Color sets the tone before a single word is read. Our palette is built to feel confident, modern, and clear—supporting strong hierarchy and accessible contrast. Use core colors for structure and recognition, and apply accent colors intentionally to guide attention.
03.
Typography
Typography is where clarity becomes craft. Our type system is designed for calm readability, strong hierarchy, and a direct voice. Keep layouts simple, use consistent scales, and let spacing do the heavy lifting.
Primary Font Family
DM Sans
Alt Font Family
Geist Mono
Hero
Use for the single, biggest statement on a page—the boldest headline or primary message.
Size
10rem
Line-Height
1em
Letter-Spacing
-0.05em
Our Work
Display
Use for section-leading headlines that set the theme and pull attention without taking over the page.
Size
4.5rem
Line-Height
1.1em
Letter-Spacing
-0.05em
Your full-service software development partner
H1
Use for major sections to establish top-level hierarchy.
Size
3.7rem
Line-Height
1.1em
Letter-Spacing
-0.04em
Ready for Software that fits your business?
h2
Use for secondary section titles that live under an H1 and break content into clear, scannable chunks.
Size
3.7rem
Line-Height
1.1em
Letter-Spacing
-0.04em
Our Core Values
Subheading
Use directly under a headline to add context, detail, or a short supporting message.
Size
2.875rem
Line-Height
1.3em
Letter-Spacing
-0.03em
Let's get the conversation started.
Body
Use for the main readable text—paragraphs, descriptions, and anything meant to be scanned and understood quickly
Size
1.6rem
Line-Height
1.6em
Letter-Spacing
-0.02em
Whether you work in construction, manufacturing, healthcare, or finance, investing in custom software can streamline your workflow, eliminate errors, and increase team productivity.
Mono Caps
Use for section headings and call-outs in asides and secondary content.
Size
1.05rem
Line-Height
1.2em
Letter-Spacing
0
RoleModel Company Highlights
Aa
04.
Voice
Our tone of voice embodies our brand’s personality, built on trust, collaboration, and expertise. We aim to be approachably professional—conversational and friendly.
Approachable
Short/medium sentence structure, writing to communicate with our audience and not to appear intelligent.
Pace
Short, clear sentences
Word Choice
Plain language first
Warmth
Human, not salesy
We're the ones to talk to
Professional
Concise whenever appropriate, always prioritizing clarity in the context or medium.
Clarity
Plain language first
Confidence
Certain, not arrogant
Precision
Fewer words, better words
We’re experts at learning your business, and extracting the knowledge of your company’s experts so that together we build the tailored solution that your company needs.
Friendly & Conversational
Start with why by providing a problem statement that our audience can identify, moving to how, and then to what.
Hook
Start with their reality
Flow
Why → how → what
Invite
Ask, don’t lecture
Everything we do starts with consultation where we learn your business and help you identify opportunities with software.
04.
Imagery
Imagery should feel real, grounded, and people-centered—showing the work, the process, and the partnership. Favor authentic moments over stocky “tech” clichés. Choose photos and illustrations that reinforce trust, competence, and momentum.
05.
Icons
Icons help us recognize complex ideas instantly.
Spot Icons
Use these as bold, illustrative accents to introduce a section or reinforce a concept, usually at larger sizes. They are minimal and purposeful so they don’t compete with the headline.
Icon Set
Pictograms
Pictograms are simple, symbolic visuals used to explain a concept or process at a glance. Use them in brand moments like feature explanations, steps, and storytelling sections, and avoid using them for interface controls.
Icon Set
UI Icons
Use these to support interaction—navigation, actions, and status—at small sizes with consistent stroke and alignment. They should improve scanning and usability, not draw attention to themselves.
Icon Set
07.
Visual Style
Our visual style is confident and modern, with color used as a first-class design element—bold when it needs to be, controlled everywhere else. We lean on strong grids, generous spacing, and clear hierarchy so the palette feels intentional, not noisy. Color carries meaning and energy, while layout keeps things grounded.
